This presentation by Jason Barnard is an integral part of SEMrush webinar

1. 1#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
Bill Slawski
@bill_slawski
Cindy Krum
@Suzzicks
Andrea Volpini
@cyberandy
Jason Barnard
@jasonmbarnard

2. 2#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
Jo Stichbury @fluffymaccoy
Knowledge Graphs are large networks of entities,
their semantic types, properties, and relationships
between those entities”
M Kroestch and G Weikum

3. 3#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
A knowledge graph has entities that are connected by
nodes to other information about them:
George Washington [is a] US President
Bill Slawski @bill_slawski

4. 4#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
Where does Google
get the facts about entities
it answers questions about from?

5. 5#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
Bill talks about triples
You talk about Fraggles
How are they related?

6. 6#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
How does Google
update information in the
knowledge graph
in an automated fashion?

7. 7#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
A
Q
Intent
Understanding
Credibility

8. 8#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
The Knowledge Graph
is the hub of Answer Engines.
Intent, Understanding, Credibility
Flip, flop or fly?

9. 9#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
How do the KG
and language make
Voice and Cross Device search
smarter for Google?

10. 10#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
There are 1224 datasets in the
Linked Open Data Cloud

11. 11#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
Linked data / KG are
the future of search?
If the web becomes a database
would we still need Google as its
main gatekeeper?

12. 12#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm

13. 13#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
1. Retrace your steps with activity cards
2. Keep track of your searches with Collections
3. Dynamic organization of Search results
Nic Fox / Danny S

14. 14#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
Nic Fox
To enable all of these updates, Search has to understand
interests and how they progress over time.
So we’ve taken our existing Knowledge Graph and added
a new layer, called the Topic Layer, engineered to
deeply understand a topic space and how interests can
develop over time as familiarity and expertise grow.

15. 15#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
The Topic Layer
Marketing guff or
“a fundamental transformation in the way Search
understands interests and longer journeys to help
you find information.”

16. 16#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
1. Learning
2. Being Logical
3. Storing Knowledge
Knowledge graph.
This technology enables structured, contextual data storage
and reasoning across its knowledge content.
Learning using Reasoned Knowledge
James Fletcher

17. 17#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
The Knowledge Graph
+
Machine Learning
= ????

18. 18#SEOisAEO - How Google Uses The Knowledge Graph in its AE algorithm
Bill Slawski
@bill_slawski
Cindy Krum
@Suzzicks
Andrea Volpini
@cyberandy
Jason Barnard
@jasonmbarnard

19. 19#SEOisAEO - Machine Learning 101 for Digital Marketers
Stephen Kenwright
@stekenwright
Purna Virji
@purnavirji
Lexi Mills
@leximills
Jason Barnard
@jasonmbarnard
Epic #SEOisAEO webinar series, episode 11:
Machine Learning 101: The how, the why and …
what ML means to us as marketers